A Vision of Marketing Orchestration Beyond Automation

Marketing orchestration is a proactive series of personalized interactions, some automated and some human, that span customers’ journey. It is a marketing approach that doesn’t only focus on delivering standalone campaigns, but on optimizing cross-channel interactions that, when combined together, make up customers’ experiences. It is about actually aligning around what the customer needs and what prospects are interested in, while resisting extraneous factors.

Even though these criteria become the core of marketing and sales strategies, the main focus is a shift in the quality of interactions, as opposed to quantity. Delivering targeted messages at scale isn’t difficult at this point in time. Delivering informative and effective messages, those that resonate and help with customers without wasting money, needs time, skill, and data is however.

Source: Sketchbubble

Source: Sketchbubble

The sales and marketing industry has been continuously evolving and prospering the past few years because of marketing automation tools, widespread data availability, and digital advertising. Whereas all these tools come with the purpose of marketers’ lives easier, we can admit that some of them intrude on customers’ daily habits and routines at an unchecked pace. Add to this, the unrelenting pressure for companies to grow, and we find ourselves in a place where sales and marketing processes become chaotic.

Customers are continuously bombarded with messages on a daily basis. Americans, for example, received 26.3 billion robocalls in 2018, and 80% of them feel that online ads are annoying and disruptive. This had led to a backlash from customers (adblocking, etc.), and even governments (CPA, GDPR).

CMOs now have no option but to evolve past the mentality of unrestricted attempts to attract and engage with customers. The truth is that modern marketing and sales can’t survive the “more is better,” approach anymore. It needs to abandon the current strategy that implements anything and everything (e-mail, direct mail, events, etc.) possible to attract customers’ attention and move towards a more selective approach.

However, this doesn’t necessarily mean abandoning tools that are widely utilized today. It requires a more thoughtful and orchestrated approach to utilizing these tools. This happens a process of trial and error, until marketing and sales teams are able to find which strategies work the best in attracting customers to their products and services.

Differences between automation and orchestration

In cloud environments and modern businesses, automation refers to making repetitive tasks fully automated. Simply put, allowing the task to run on its own without any manual interference.

For example, automating the task can mean anything ranging from responding to e-mails, posting on social media, or launching a web server. Automation is also applied to both desktop and tasks that are cloud-related.

On the other hand, orchestration is the automation of multiple tasks at the same exact time, making it a more complicated process. This is why orchestration needs effective management, coordination, and implementation. In other words, orchestration is utilized to streamline both processes and business operations, whereas ultimately decreasing the time-to-market and making sure the workflow is successful.

Although automation and orchestration are closely aligned and depend on each other, they are essentially different. Businesses that wish to improve their efficiency and productivity need to consider both automation and orchestration, as well as their implementation in business operations. That way, organizations can benefit from a faster and more efficient workflow, as well as from reduced operating costs.

Faster time-to-market process

For companies that develop new products and services, it’s essential to decrease the time-to-market process as much as possible. This is because being able to satisfy customer needs on time is important for ensuring brand loyalty and customer engagement. After all, the quicker your products reach customers, the better your opportunities of gaining a competitive advantage. Automation and orchestration assist different teams in collaborating effectively on designing new products and services, and delivering them to customers on time.

Furthermore, orchestration enables you to create a business workflow that will integrate various tools across different platforms. This enables your team to utilize the best means available to decrease the time needed for new products to reach customers and the market. When all the product and service design processes, ranging from development to sales, are empowered by automation, it’s going to take less time to create a useful product and deliver it to customers.

Automation simulates intrusion. Orchestration enhances attention

Orchestration means moving away from using automated tools and components, and incorporating various marketing elements running off the same data and communicating with each other. Marketing and sales teams still operate with caution at times, as much as they’ve invested in technology and information sources. This strategy can open the door for failed operations and miscommunication throughout the company. Hunger for development and growth, without a unified strategy, means marketers will communicate with the same prospects, again and again, resulting in untold brand damage.

Improved scalability

Online markets are continuously changing, while results in companies having to scale quickly. Through orchestration, companies can optimize their cloud environment to scale their computing power on demand, to meet increased pressure on the business and customer needs. When there is no longer a requirement for high computing power, companies can scale down and decrease operating costs in the process.

This increased demand usually happens in certain seasons, like in holiday seasons, when customers tend to receive raises or promotions. Companies can shift their IT infrastructure within minutes in this case, for example, via orchestration and automation.

Marketing orchestration is the alignment of sales and marketing strategies, which are usually promised, but never delivered or implemented in the digital world. Moving in this direction is the beginning of the end of marketing strategies and marketing-qualified leads, like acquiring contacts. Whereas it is true that some of these strategies have been dying for a while now, orchestration is a move away from certain intrusive activities like large scale ‘’nurtures’’, to more passive awareness building. It’s simply giving up on any disruption and going back to marketing, sales, and advertising basics.

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